What do you suggest to maximize the competitive advantages in your business ?

There are two parts -1.
A business Strategic Analysis.
The SWOT analysis is part of that, but before you get to that I prefer the Peters model to understand the business landscape, and a values analysis to understand what is the unique competitive advantage(s) you have or need, and why.
The fundamental question is - what business are you in (and the answer may not be the obvious one) and why.2.
Then a Business Process Reengineering (BPR) and IT Strategic analysis to lower the cost, resources and time to deliver the services required to meet the business outcomes.

Product differentiation and cost management

Conduct a SWOT analysis then develop an action plan accordingly.

maximization via research and development department through focusing studies, but because competitive advantage is hard to sustain follow a niche, through R&D Unit and brainstorming then plan (formulate) an action implement and keep evaluation on